Roundtable 2006 green

Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com

James Green, Chief Marketing Officer – Travidia Inc.


Where are we going today?

• What honestly can we cover before happy

hour?

• Data-driven marketing for advertisers or

ourselves?

• Advertisers want to work with newspapers..

• The Three Things

– Need to create new channels to address new

markets and protect existing ones

– Data is great, data is wonderful but without

distribution, it ain’t happening

– Use Google/SEO/SEM to your advantage


A Print Conversion Company?

• Tom has lost his mind

• James needed a vacation

• Darrell couldn’t make it and a spot was open

• Al needed someone to buy his drinks

• If newspaper companies can add value from this,

then we truly are in a good position


• Measurements are required

– Circulation

– Reach

– Frequency

– Pageviews

– Uniques

• Behavioral Marketing via Tacoda, Revenue Science and 24/7 Real Media caught on, but is it working in newspapers?

• Search Marketing is expanding rapidly and changing economics of advertising

• Retailers can go directly to consumers and bypass media

• But advertising is becoming very, very complex

The new metric is “when/where” not just “who”

You can be the bridge between print and online

Advertising has changed - Duh

Response


Multi-Channel Product Portfolio – The Dream


“New Media” Growth Plan

• First step was to build news audience

• As time progressed, we developed and harnessed technology

• We now need to utilize technology to deliver personalized messages and content across multiple channels

• Generate revenue from brokering messages

To do so we have to maximize and optimize the revenue channels in addition to harnessing and understanding the data


Retail Value Chain


Retail Value Chain

• Information-based inventory, promotion, pricing

and distribution influences profitability

• Channel affects pricing model (variable, fixed,

auction)

• Channel optimization maximizes profitability


The Media Challenge – This is what you do, no?

• Multiple channels means building and picking the right ones

• Need deep understanding of audience

• Needs to be product specific

• Key is building a database and technology

Requirements are strong technology partner and an experienced/knowledgeable marketing staff


Dynamic Merchandise Model


Dynamic Merchandise Pricing


The Audience Challenge – And Our Opportunity

• Consumers are looking for alternate media,

newspapers cannot compete in certain channels

• Newspapers need to adapt & move toward, new

channels

• Media proliferation means segmented

opportunities

• He who owns the most toys wins


A real life example… Or two


The Newspaper’s Enhanced Local Media Franchise

• Own and manage customers, data and channels - locally

• The Three Things – Need to create new channels to address new markets

and protect existing ones – Start small, use existing content and repurpose into new brands

– Data is great, data is wonderful but without distribution, it ain’t happening – using new distribution points will allow you to flexibly address advertising budgets

– Use Google/SEO/SEM to your advantage – Driving traffic to your site becomes easy if you promote prudently and quickly

Increased franchise value


Thanks!

James A. Green

[email protected]

530.343.6400

mailto:[email protected]

Roundtable 2006 green

Business

Transcript of Roundtable 2006 green